A new domain name industry association is set to launch later this month with the goal of representing the entire domain name industry, positioning itself as an advocate for the commercial interests of maximising the value of all domain names.The new body is to be called the Domain Name Association and the momentum has come for the organisation with the launch of new generic top level domains on the horizon. The DNA is assuming a mandate to educate internet users about the benefits of new gTLDs with the intent of building trust, exchanging ideas, educating and raising awareness of domain related issues.”For too long the domain name industry has relied on ICANN to defend our commercial interests, even though this is not ICANN’s responsibility,” said Adrian Kinderis, Chair of the Interim Board of the Domain Name Association. “The formation of the Domain Name Association reflects a maturation of our industry in the corporate sphere and presents a united front in the promotion of domain names as the primary tool for users to navigate the internet.”I strongly encourage everyone involved in the industry to join the Domain Name Association and contribute to our collective growth.”Founding members include ARI Registry Services, Demand Media, Donuts, FairWinds Partners, Go Daddy, Google, Momentous and United TLD while another 50 firms have expressed an interest in getting involved.Along with Kinderis as chair of the DNA’s interim board, who is also CEO of ARI Registry Services, other members of the interim board are Jeff Eckhaus of Demand Media, Statton Hammock of United TLD, Job Lawrence of Google, Jon Nevett of Donuts, Elizabeth Sweezey of FairWinds Partners and Richard Merdinger of Go Daddy.Membership in the DNA is open to organizations involved in all aspects of managing domain names, including domain name registries, registrars, resellers and registry service providers.The DNA has a website — thedna.org and also maintains an education site at whatdomain.org.